Comments on: Doubleclick study: Internet video works

By: Scott Lundergan

Scott Lundergan — Mon, 28 May 2007 10:24:01 +0000

Ken,
The one part of your blog above that I hope people will really catch on to was
“1) How well the video is “sold” and
2) How well the video is designed to stimulate a measurable action”
…there is definitely no shortage of “How to make money with video”, but from what my clients tell me, none of which mention how to produce the content, which is the base for what leads to everything else.
Yes, the direct response method for small businesses is also very true. The one thing I love about the positioning I have took with online where I actually produce the video content (I produced and edited direct response marketing and promotional videos as a career before I ever got online) is that all of my clients and customers REALLY get that part. All of the internet entrepreneurs and marketers I work with curtail the concept and vision of their video with this in mind even with alternative call-to-action endings for different marketing purposes.
Thanks for the stats Ken, this is all great information to share with fellow marketers.
All the best,
Scott Lundergan
http://www.videoproduceronline.com

By: jurgen wolff

jurgen wolff — Mon, 28 May 2007 10:14:42 +0000

The danger is that too many badly made videos (not just technically badly-made, but bad in terms of not being focused on the needs and desires of the target audience)will reduce the audience’s willingness to press the ‘play’ button. This is where branding will come back in: branded videos that deliver good conception, writing, and production will stand out from the pack.
And thanks for your consistently useful information and viewpoints.
Jurgen Wolff
http://www.yourwritingcoach.com

By: Thom Reece

Thom Reece — Mon, 28 May 2007 09:03:24 +0000

Measurability and accountability are the backbone upon which all effective advertising is built. Until recently, however, most video based marketing systems did not deliver on this very important point.
A new video delivery system, which launches the last week of May/07, has taken this weakness head-on and delivers not only DVD quality video on a dial-up connection… but does so with a very sophisticated tracking system which tells you:
1. If the video was viewed
2. If it was re-viewed
3. If it was shared with anyone
4. Who it was shared with
This is exactly the type of powerful video marketing platform that savvy marketing people have been asking for.
If you would like additional information on this new system, please feel free to email me at: thom@e-comprofits.com
Thom Reece

By: Sam Knoll

Sam Knoll — Mon, 28 May 2007 09:00:19 +0000

Ken,
Great insight as usual.
The list of four critical questions at the end really is the key. Metrics on any ad are all too often underutilized if collected at all.
The design of an ad needs to take all of those pieces into account starting in the design phase.
For many smaller marketers this seems like a heck of a lot of work to do on something that may not pan out. The reality is, if you don’t test and track then you never really know what works and what doesn’t (Read as: you never really know if the money you are spending is worth spending).
I also agree that the jury is still out in terms of for how long video ads will remain effective. Yes, there may be an element of novelty involved which is fueling the current results. However, the key to an ad of any sort working is how well it speaks to the viewer.
If communication is designed properly and care is taken to put the right ad in front of the right target market then the success potential is so greatly increased. If you want to speak to a viewer then video is just one step removed from being able to speak to them live. With good content and execution… how could it not work?
Thanks again Ken.
Regards,
Sam Knoll
http://www.internethowtovideos.com
http://www.therepublik.net